Frozen pizza brand Chicago Town has launched a limited-edition chocolate pizza in the UK.
The ‘indulgent’ dessert pizza features a chocolate dough base – described by the Dr. Oetker-owned brand as ‘a first for the market’ – and includes a variety of milk, dark and white chocolate toppings.
Chicago Town is to target the at-home market with the product, which launched in outlets of Iceland Warehouse and Tesco during September. Backed by PR and social support, as well as in-store shopper activation, the product will also be rolled out across other major supermarkets during October and November.
Richard Cooper, senior brand manager for Chicago Town, said: “We’re excited to be expanding Chicago Town into the dessert market.
“The chocolate dough base and indulgent chocolate toppings makes it unique to both the dessert and pizza categories. This launch is a great example of consumer led innovation, which will be key to driving incremental category growth.
“It’s a natural extension to our pizza range and supports the big night in treat occasion. The limited-edition packaging will stand out in freezers and make Chicago Town the obvious choice for frozen pizza fans looking to satisfy their sweet tooth.”
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